Ivey Business School (Canada)
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Tetra Bio-Pharma: Brand Building in the Cannabinoid Pharmaceutical Market
Jake Girard; Peter Voyer; Gerry KerrCase IVEY-9B20A003-EEntrepreneurship, MarketingTetra Bio-Pharma (Tetra) was a new firm operating in a murky but promising industry—cannabinoid-derived pharmaceutical products. But, the firm had been so involved in navigating drug development and approval processes that it had lost track of its identity. The firm did not define itself initially, and with its rapid growth, shifting strategies, evolving competencies, and plethora of alliances, Tetra needed a stronger focus. Adding to the turmoil...Starting at €8.20
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Health Services Software
Kurt SchobelCase IVEY-9B19B001-EAccounting and Control, EntrepreneurshipHealth Services Software (HSS) was a software company specializing in software for hospitals. Founded by a health care team with first-hand knowledge of the issues facing hospitals, HSS had first mover advantage. At the onset of HSS’s operations, hospitals had capital funding that allowed them to acquire the software with five-year licensing agreements. Five years later in 2016, as the licences were expiring, the hospitals no longer had the capit...Starting at €8.20